The other interesting thing was that they had testers out, which seems to be becoming more popular recently in drugstores. Good idea in theory, but in reality without sales associate supervision it becomes a filthy mess. For the drugstore, I prefer the safety seal style packaging where you can see the color, because then you know that no one has touched it.
I contacted Lord & Berry to get more information on this US launch, and they let me know that Runway is their mass market niche brand and it is fully made in Italy / Europe. Lord & Berry is a boutique makeup brand that specializes in catwalks, and Runway is along the same concept, however on a branding level for US drugstores. They hope this test with CVS will be successful so that they can move forward. I do as well, I would love to see Lord & Berry come to the US!